THE EFFECT OF BRAND COMMUNICATION THROUGH FACEBOOK ON BRAND EQUITY METRICS AND BRAND EQUITY METRICS ON EWOM TOWARDS CLOTHING BRAND IN PAKISTAN

Abstract

This study is done in the context of social media communication and its two types firm created communication and user generated communication and to see their impact on factors of brand equity CBBE (consumer based brand equity) metrics i.e. perceived quality, brand awareness and brand loyalty and what is the impact of the CBBE metrics on eWOM in effect of both types of communication in the selected medium of Facebook. Sample is collected from the users of Facebook who are doing job or in universities mainly targeting the youth as youth represents the maximum ration of the population and maximum users of Facebook. The data is tested with Structural equational modelling, convergent and discriminant validity,  Path analysis on IBM SPSS and SMART PLS 3.0 on the basis at which the data is interpreted. social media is a main aspect of today’s life having its significant effect in every aspects regarding marketing, politics, new, daily life, brands, business, services and on more, becoming a part of one’s daily routine having significant impact.